From Predictive Analytics to Predictive Marketing

According to its publisher, Ömer Artun and Dominique Levin’s Predictive Marketing represents a “practical guide to predictive analytics”. Recently, Hubspot’s Blog submitted a comprehensive extract from the book.

The question as to which consumers will be the next to make a purchase can best be answered by a probability prediction based on Big Data Analytics. Ömer Artun and Dominique Levin, authors of the book “Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data“, show that predictive analytics pays off.

Take their example of an online pharmacy for animals: By determining his promotion activities on the basis of customer value, the online supplier succeeded in raising his sales by 40 percent compared to the previous year. The response rate doubled without having to increase his marketing budget.

B2B Lead Generation: Customer Prediction with Target Group Predict

There are countless companies around – but only a handful of them need your products. Using the Target Group Predict scoring model, you can assess the probability of being able to win a particular company as a new customer. The text-mining algorithm developed by Dastani Consulting analyses key words from companies’ websites and from information agency data sets.